MARKETING PUBLIC TRANSIT: CONSUMER BEHAVIOR, MARKET SEGMENTATION, AND LOW CAPITAL MARKETING APPROACHES

This report summarizes the results of consumer behavior, market segmentation, and low capital marketing approaches for public transit in medium-size urban areas. Data collection was accomplished by the use of two questionnaires. One questionnaire was for the consumers in the Nashville Metropolitan Area and the other was for selected transit agencies nationwide. The following categories of questions were included on the home interview survey: work trip; modal choice; Nashville transit system; transit improvement ideas; marketing ideas; and consumer information. A proportionately stratified sample design was selected to provide a statistically reliable sample and approximately 200 personal interviews were completed. Transit questionnaires were sent to 50 transit companies serving medium-size urban areas. Twenty-six completed questionnaires (52 percent response rate) were returned. The following categories of questions were included on the transit agency survey: transit agency and service area; transit characteristics; information service and advertising; marketing; ridership and fare structure; special service; and fleet size. On the basis of the research performed and the results achieved in this project, the following recommendations are made: 1) more emphasis should be placed on marketing efforts directed toward specific market segments within the constraints of low cost marketing strategy; 2) new promotional campaigns geared to specific market segments should continue to be offered and developed; 3) efficient express bus service as a necessity for mode change to bus should be offered; 4) marketing efforts should be segmented toward those consumer characteristics that affect the mode choice decision and simultaneous service improvement is essential; and 5) travel mode segments can be identified to facilitate specific marketing efforts to improve transit patronage. (UMTA)

• Corporate Authors:

  Tennessee State University, Nashville

  School of Engineering and Technology
  Nashville, TN  United States  37203

  Urban Mass Transportation Administration

  400 7th Street, SW
  Washington, DC  United States  20590
• Authors:
  • Surti, V H
• Publication Date: 1981-1

Media Info

• Pagination: 119 p.

Subject/Index Terms

• TRT Terms: Advertising; Consumer behavior; Consumer preferences; Express buses; Fares; Improvements; Information systems; Level of service; Marketing; Needs assessment; Public transit; Questionnaires; Ridership
• Uncontrolled Terms: User needs
• Subject Areas: Highways; Planning and Forecasting; Public Transportation; Society; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00335700
• Record Type: Publication
• Report/Paper Numbers: UMTA-TN-11-0004-81-1Final Rpt.
• Contract Numbers: TN-11-0004
• Files: TRIS, USDOT
• Created Date: Oct 28 1982 12:00AM